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Marketing Challenge:

As a B2B company within the insurance space, we tend to have a very long sales cycle. It has been a vital part of our marketing team's strategy to educate our prospects and build a relationship with them. In order to accomplish this, we host about 20 webinars and seminars each year. The problem we’ve had is getting our prospects to attend. At the end of the day, our sales folks are the ones who have the personal relationships with these people and most of them only attend if sales personally invites them. The major problem: sales does not always promote our events to their prospects, or as they put it, they “don't have time.”


My Goal: Utilize Eloqua and create a strategy to automate our webinar and seminar invites so they come from our salesmen and women. We looked at our data on attendance over the past 3 years and set some benchmarks for each individual event with an overall goal of increasing the number of prospects who attend our webinars and seminars.


My Strategy: Use signature rules and a signatures layout to have all seminar/webinar invites come from the salesperson who owns each prospect inside our CRM. Additionally, I'll be using a custom field merge to include a discount code in each email. These discount codes are very important as each salesperson has a unique code to give to prospects that allows them to attend our events for free. In short, marketing will send invitations to our prospects on-behalf of our salespeople.


How I Accomplished This:

First, I needed to have Eloqua pull the salesperson who owned each contact from our CRM. This involved adding the CRM contact record owner field to our retrieve contacts external call, then mapping the CRM "owner" field to the Eloqua Salesperson field via the Get Contact Auto-Sync. This requires advanced knowledge of your CRM/Eloqua Integration. You can find about this in the Oracle Eloqua CRM Integrations course.

Get Contacts example.png


After Eloqua was pulling all the information I needed from CRM, I had to set up email signature rules. I did this by setting the CRM field value for each salesperson and matched the email sender to the corresponding Eloqua user. Make sure to set a default sender in the event a contact is not assigned a salesperson. I used our director of sales.

Please note: The "Email Sender" is a list of your Eloqua users. Our salespeople have access to Eloqua Sales Tools so they already had Eloqua users set up.

Signature Rule.png

Next, I created a signature layout that is identical to the one our salespeople use in their email signatures. This was done by adding user fields to my signature layout. You can find out more information regarding email signature rules and layouts in the Personalizing Campaigns course.

Signature Layout.png


The next step involved creating a new Eloqua contact field that would allow me to add the Salesperson's Discount Code to each contact record. Once the new field was created, I created a program that allows Eloqua to update the discount code field on newly created contact records that come over from our CRM. This was the most challenging part for me, and it probably deserves its own blog post. I heavily recommend checking out the Program Canvas course and checking in with the Topliners community for additional information on program builder and improving the quality of your data.


Once the discount codes were inside each contact record I created a field merge so these could be added to my invitation emails.

Field Merge.png


Next, I created my webinar invitation emails inside the email editor. I personalized the language in the body of the email, applied field merges for the contacts first name and salesperson discount code. Finally, I added the signature to the bottom of the email.

Sample Email.png


Once all my assets were created I built my campaign canvas and configured each element. Most importantly, I made sure to configure my invitation emails with the dynamic signature rules I built earlier. Once everything was finished, I tested, then scheduled the campaign to go out.

Canvas Sample.png



We have only begun utilizing this strategy, once I have more data to share I will update this section.


What I can say is this type of campaign was just a dream for our marketing team before taking the courses offered through Oracle University. The education team really provides you with the foundation to build whatever you want inside Eloqua.

During my Luminary training, a project for my team came up that required using a blind form submit. We wanted a link in a campaign thank you email that automatically subscribed someone to an email group and directed them to a landing page that displayed the subscription's success. After learning about this project I went into the video courses for the Luminary training & the next video in my queue to watch was one about blind form submits! So in this blog post, I am going to talk about how I was able to use what I learned from that video to create a blind form submit for our campaign.


First of all, I will introduce the project that needed a blind form submit:


Here is a photo of the section of our email where the blind form submit was needed. We had a sign up link for people who donated to our campaign to be able to sign up for a monthly newsletter to keep in touch with what is going on in the school they donated to.


Screen Shot 2019-08-08 at 10.23.12 AM.png


We wanted the user to be able to simply click on the sign up button & be automatically subscribed to the Reach newsletter and then routed to a landing page that looked like this:


Screen Shot 2019-08-08 at 10.25.59 AM.png

As I am sure you know by this point, we used a blind form submit to make this happen.


Here is how I created the blind form submit (and how you can too!) and implemented it into the email:


  1. Create a new form. This form is pretty simple because only need it to do a few things:
    • Collect the contact's email address (the same one that this link was sent to)
    • Add that email address to a program that will subscribe them to the Reach newsletter
    • Redirect them to the confirmation landing page.

    2. Add a hidden field that has a field merge to collect the user's email address. Here is a screenshot of what mine looked like:

Screen Shot 2019-08-08 at 10.30.28 AM.png


     3. Update the processing steps

    •      Here I just added a step that adds the contact to the correct program and a step that redirects them to the correct landing page.

     4. After the form was created (and saved) I began to work on the blind form submit link.

    •      Here is the sample link that you can start with to create your own blind form submit link: http://s[siteID][FormName]&elqSiteID=[siteID]&emailAddress=~~eloqua..type--emailfield..syntax--EmailAddress..innerText--EmailAddress..encodeFor--url~~

     5. In your form, click on Actions —> View Form HTML —> Integration Details. From there find the Site ID (in the 2nd box on this page) and paste it in the link where it says "[siteID]" (be sure to delete the brackets).

     6. Then go back to your form's general settings to find the HTML Name.    

    • NOTE: The HTML name can be changed, however you will need to save your form for this to take effect and for your link to work with the new name.

     7. Go back to your email where you want the blind form submit to happen & paste your link on your button.

     8. Send a test email to yourself, and test the button! From here it should work.

    • NOTE: If you test the link on it's own, you will get this error:

Screen Shot 2019-08-08 at 10.38.55 AM.png


This is because the link ONLY works if it is linked to an email that is being communicated to Eloqau through the field merge (Eloqua can't unsubscribe someone if they do not have their email address).

     9. You're Done!


It was perfect timing that I got to the course on Blind Form Submits when I did. The course helped to simplify a daunting process and created an opportunity for my team to implement a new idea that makes things easier on our users.

There are many reasons to build a custom subscription preference center. If you would like to record unsubscribe reasons, record a null/undecided subscription value, create a responsive and customized web page or record custom information about the source campaign--these are all valid reasons to build a custom page. The following are instructions on the build-out of the skeleton of a custom subscription center, but you can use CSS to customize the landing page look and feel.


For our specific use case, we implemented a 3rd option of a null/undecided subscription value to be in compliance with GDPR and more stringent email compliance laws. We set to create a custom preference system that was on a responsive landing page as well as could handle the different opt-in response values.


We leveraged this Topliners deck on the basic steps: Here are some tips and tricks we’ve learned along the way.



  • Form
  • Landing page for subscription center form
  • Confirmation landing page

Note: You will want to name the form something descriptive as this will show up as a form fill in the activity section of the Profile iframe.

Form: Create a form to host your email group subscriptions as well as an option to unsubscribe from all email groups.


  • Email Address (pre-pop)
  • Email Group 1
  • Email Group 2
  • Email Group 3
  • Unsubscribe from all

Form processing steps:

  • Update Contacts - With Form Data
    • Always, Map Email Address
  • Email Group - Subscribe Unsub (For your subscribed)
    • Conditionally, if checkbox has value of exactly “on”
  • Email Group - Subscribe Unsub (For your unsubscribed)
    • Conditionally, if checkbox has value is blank
  • Unsubscribe Contacts Globally
    • Conditionally, if checkbox with unsubscribe from all has value of exactly “on”
  • Redirect to Web Page

Note: For conditionally processing steps, click conditionally and select form fields and add your conditions (either checkbox field is exactly “on”/subscribed or blank/unsubscribed)


Landing Pages:

Build a landing page to host your form and a confirmation page to insert as the form processing step for redirect to a web page.


The confirmation page should show the email address and confirmation of their subscription preferences.


Note: Form fills for this subscription management center will show up in Insights reports as conversions as they are set up as forms. Oracle Eloqua will address this in a future update.


Finally, you will need to edit your footers to include the new subscription center link.

Working in a large international company where many different people have access to Eloqua and are creating Email Assets for campaigns, it is hard to ensure everything always complies with the company's Look & Feel.

To ensure all Emails that are being created align with company branding we created several Email Templates that are now the starting point for every email creation done within Eloqua. Having several different templates setup makes creating Email Assets easier and faster, also for those individuals who do not work with Eloqua on a daily base.


With the implementation of the new Eloqua Responsive Email Editor, our previous email templates needed to be updated. To become familiar with the new Responsive editor I reviewed the “UPDATED Fundamentals of Emails” videos from the “Eloqua Master - 2019 UPDATED 19B” learning path and created the following guide on Creating Email Templates using the new Eloqua Responsive editor to help converting our old templates.


With the new Email Templates in place, everybody in the organization with the proper Eloqua permissions can now easily and quickly create Email assets for their campaigns that are fully aligned with company branding, no matter their experience level in Eloqua.


Creating an Email Template using the new Eloqua Responsive Email editor


Step 1: Setup Email Layout Framework


Starting from a blank responsive email, your first objective is to define the layout of your email template.

Start by adding several Layout blocks to the canvas keeping in mind the intended Content that they will host. Eloqua provides the possibility to select between 1 to 4 column layout blocks. In this example I’ve inserted 3 one-column and 1 two-column layout blocks.

Eloqua Layout Blocks.png

Layout blocks can be recognized by the orange outline when selected and can be adjusted after placement.


Layout block editing options:

Move Layout.png Move the layout block to a different area in the email design

Add Column.png

Add an additional column to the layout block

Change Width.png Change colums width (keep decreasing the width to remove a column)

Duplicate Layout Block.png Duplicate layout block

Remove Layout Block.png Remove layout block



Step 2: Place your Content blocks

With content blocks you define the content type you want to use within the layout blocks. The content block option you can choose from are:

  • Text
  • Image
  • Button
  • Divider
  • Spacer
  • Shared Content
  • Signature
  • Dynamic Content
  • Custom Code

Start placing the content blocks inside your layout blocks. You can add multiple content blocks within a single layout block (one on top of the other, never side-by-side).

In this example I’ve inserted 6 Text, 2 Image, 1 button and 1 Spacer (under the button).

Eloqua Content Blocks.png

Content blocks can be recognized by the blue outline when selected and have just a few editing options after placement.


Content field editing options:

Move Content.png Move the content block around to either the order or to move the content block to a different layout block column
Duplicate Content.png Duplicate content block

Remove Content.png Remove content block




Step 3: Configuring Content Blocks


Use your corporate logo, colors, font and style guidelines to give your Email a Look & Feel that aligns with your brand.

Start by adding your pre-defined Header and Footer components.

Then add your corporate logo the Email design.

Configure background colors for specific Content Blocks and set your text styles: font, size, color.

Add pre-defined dynamic content information if available. If you always use the same contact information using a text content block will also do just fine (as done in the below example).

And finally, insert Firstname Fieldmerge with the email salutation (if desired) to ensure consistent email salutation for all your email comunications.


Email Template.png


Step 3a: Adding CSS


For an even higher degree of consistent formatting in your emails you can add CSS coding to your template. With CSS you can “hard-code” your Email text styles for example by defining standard font-family, font-size & color for the different text styles used in your emails (Body, Header 1, Header 2, Header 3 etc.) and hyperlink colors. On the internet you can find many standard CSS codes that you can modify according to your needs.

In Eloqua, to add CSS code to your Email design click on the Paint Brush icon and go to the Advanced Styles section. When you click the "Add" button a new window opens where you can paste your customized CSS code.

CSS Editor.png


NOTE: Not all email clients play nice with CSS



Step 4: Save As Template and Manage Templates


Once you have your baseline design ready you can “Save As Template” and the Email design will now appear as a template when people hit “create an email” in the Assets section of Eloqua. Using Manage Templates you can “lock” certain elements in your email template for editing to prevent users to accidently modifying elements that should not be tempered with (eg. Dynamic content, Email Headers and Footers).

Project Preface:


Our Users were facing issues where Signature of email based on different signatory was becoming a big list as per different country and region. The manual update on every email asset was a pain. Every time user needs to check the deployment country of campaign then find the user associated to that country and finally configure it in Email asset.


We aimed to make this configuration centralized So that it can be managed from a single location and can be used solely in the canvases, also email asset creator doesn’t need to configure the settings on the email asset.




We have Worldwide always-on campaigns. And while sending out emails to our Worldwide customers, we need to map country/region-based signatures from regional leads’ various ReplyTo and From addresses.


This was requiring manual efforts of configuring signatures, as it does vary per the country.


  1. E.g. Contact Country = US (United States)

From Name: Example Inc

From Address:

Reply-to: Example Inc

Reply-to Address:


Contact Country = IN (India)

From Name: Example Inc

From Address:

Reply-to: Example Inc

Reply-to Address:




Idea based on My Oracle Eloqua Online Course Learning:

Signature rule provision of Eloqua gave me an idea to implement this automated global solution.



Solution Implementation Details:

I suggested to use Eloqua Dynamic Signature rule feature to overcome the manual effort of mapping country-based user on email step of canvas.


We created a Dynamic rule of signature which will work on the country of target contacts while sending out the emails. This will reduce all of efforts of manual mapping and changes in signature on standalone assets.





User Set up in Eloqua


  • To make the signature work dynamically, we need to create multiple users based on country/region so that they can be mapped in the signature rules.
  • Created users in Eloqua with all required information related to Signature will be mapped in Signature rule configuration.
  • Sender Display Name
  • Sender Display Address ("From')
  • Reply-To Display Name
  • Reply-To Address
  • The Only purpose of these dummy user creation is to map “Reply-to” and “From Address” as per the country/region of contact in Eloqua.




  • Signature related information will be entered in “General Info (Signature fields)” tab. It includes all the details related to the User signature.




Signature Rule


  • Created a signature rule to send emails on behalf of different regional leads from different country in Single deployment.
  • Senders will be dynamically define based on the country of contact on runtime.
  • Rule links the specific sender to a contact based on the field values in the contact’s record.
  • Also, we have a provision to configure Default Sender, just in case if no country gets assigned to a contact or no condition gets match with signature rule then, Default sender signature will execute.



  • This will work on real time based on country of Contact.
  • We also can create conditions based on CDO or Event fields (if required).



  • Once we done this mapping, then we simply need to use this Email step of campaign canvas.




Now we can ignore the Signature configuration in Email asset because Dynamic rule will take care of this in campaign canvas.


Note: For this project, the most helpful Eloqua courses for understanding the related functionalities to implement this solution were Signature rule with contact and CDO, Email fundamentals and helped me a lot in order to implement this. It was also important to have Eloqua Help Center to research Email asset setting.




We pulled test emails including all countries through a test campaign canvas and results were as desired. Every email contained different from and reply to address based on test customer country in Eloqua database.




We mapped this dynamic signature rule under our campaign templates so that every user is using the dynamic signature rule under email step configuration in campaign canvas. We also rolled out a quick training so that this option is not modified on campaign canvas. Today, none of our users are worried about replyto and from addresses that are tied on our emails as that is dynamically mapped based on customer country automatically. This resolved a major manual step which was required on each email / campaign.



Mukesh Satija

Getting access to a rich library of resources is sure to magnify your marketing efforts and introduce you to new and innovative ways to utilize the technology available. It's important to make sure you are taking advantage of everything available so you can maximize the time you spend learning! Here are a few of the offerings to ensure you explore!


Release Content

Oracle Marketing Cloud applications follow a quarterly release schedule signified by the year and quarter. For example, the release for the first quarter of 2019 is the 19A release, while the release for the second quarter of 2019 is the 19B release.

The Oracle Marketing Cloud education teams work closely with Product Development teams to provide training that helps end-users stay up-to-date with all changes and enhancements to the application. Make sure you're always visiting the subscription around release time to stay in-the-know!



Learning Paths

Learning paths are collections of content, often presented in a suggested order, tied to a specific goal. Make sure to check out the offered learning paths in your subscription to guide you toward a personalized learning experience!




Live Virtual Classes

As long as your organization has the LVC + Digital pass, your subscription includes the option to attend classes with a live, expert instructor. These classes provide the ability to ask questions in real time, get hands-on experience with demonstrations and exercises led by the instructor, and network with industry peers. It's also a great idea to sign-up for classes at the same time with your coworkers, and use it as an opportunity to explore new features and advanced marketing techniques together!


To sign-up for a live virtual class:

  1. Filter by Live Virtual Class (LVC) under the Display By section. Display.png
  2. Select a course you are interested in.
  3. Click the Attend a Live Event button in the upper left, select a date and time you prefer, and click Enroll.




All courses that are taught as live virtual classes are also recorded, so that you can watch them on your time if you can't make a class. To ensure you get the same hands-on experience as attending the live virtual classes, you also have the option of reserving a lab environment and practicing the exercises while you watch the course. To sign up for a lab, simply click the Lab button in the Resources section. Labs are always supported by exercise guides, which are accessible via the Student Guides button.




Accreditations and Certifications

Included in your subscription is the chance to pursue two types of recognitions - accreditations (e.g. the Eloqua Master or Eloqua Luminary) and certifications (e.g. Oracle Eloqua Marketing Cloud Service 2019 Implementation Essentials).



Accreditations, like the Eloqua Master, enable marketers to demonstrate their proficiency with the application. Each year, subscribers can take the required training and pass the associated exam to earn a badge, which can then be added to collateral, like LinkedIn or a resume, to signify their achievement and skill with the application.



Included in the cost of the subscription is a first free attempt at the certification exam, along with correlated content to prepare for the exam. To learn more about the benefits of Oracle Certification and the process for taking your exam, visit the Certification homepage on the Oracle University website.


What's your favorite feature of the Oracle Cloud Learning Subscriptions? What would you like to see? Leave us a comment below!

If you wonder about the best time of day or night to send emails, Send Time Optimization can take out the guesswork. But the question is, can you achieve this report in Eloqua Insights? Today in this blog, I will be sharing a customized “Email Open Report” which can be used to determine the best time/phase to send an email to achieve high open rate.


Marketing Challenge: To understand the best time/phase when a contact opens the email.

Goal: To find the top two hours of the day where the email open rate is maximum.

Current Benchmark: As per the blog post of campaign monitor, the best time to send an email is “Afternoon”.


Marketing cloud courses that helped you achieve campaign success

The following marketing cloud courses really helped me to achieve campaign success:

1. Insight for Reporters

2. Insight for Analyzers

3. Advanced Criteria Functions

4. Working with Pivot tables

5. Advanced Dashboard Functions 


Creating your own report:

To create a personalized send time optimization report, a user needs to have access to Oracle Eloqua Insights.  These are the following steps needed to create your own report.

  1. From Eloqua home page, navigate on Analytics and click on Insights.
  2. Navigate to report catalog and click on an email.
  3. Navigate to “Email Open Overview” report, click on more and copy the report.
  4. Paste the report in the “My Folders” and rename if needed.
  5. Click on the edit button. Now, the default “Email Open Overview” report is there.
  6. Firstly Remove all the default filters and click on filters and add “Email name” filter and provide email name which is taken as a reference to achieve send time optimization. In this case, I have considered “Email name is equal to test-email” where “Test email” is the name of the email. More than one email can be added however for the start, lets select one recently deployed email.
  7. To customize the report, go to the subject area and drag any field to subject area section. In this case, “Time Span” is dragged from “Email Open calendar” folder.
  8. As we need a custom field, click on the gear icon of “Time Span” field and click on “Edit Formula”.
  9. Now, we need to add one SQL formula. Before that let’s understand the basics. Here, we are considering different phases of days as following:


Phase of the Day


Phase of the Day

06AM – 08AM

Early Morning

04PM – 06PM

Late Afternoon

08AM – 10AM


06PM – 08PM

Early Evening

10AM – 12PM

Late Morning


Late Evening

12PM – 02PM

Early Afternoon



02PM – 04PM



Late Night


The formula is explained below for one phase “Early Morning”:


When “Email open date” is between 06AM and 08AM

Then Change the value of custom field to “Early Morning”

Else change to “Night”



To clean the data we are casting column name as time and extracting hour value from the column and again casting the value as an integer. Then adding different phases of the days in the “When” and “Then” statements. Please download the attached text file to view the complete formula for all phases of the day.


10. Copy and paste the below formula in the Column formula section and rename the Column heading as “Best Phase to Open Email” by clicking on custom heading checkbox. For the convenience, the full formula is attached in the separate document to reduce the length of the blog.

11. Now, Click on Result tab and a customized “Email Open Overview” report will be displayed in the compound layout.

12. Click on “New View” and create a pivot table. Click on the edit icon and sum all the unique open against “Best Phase to Open Email” column. To represent the data cleanly, we have excluded the other columns from the report.

13. Now, Pivot table is ready.

14. With the help of “Graph Pivoted Results”, data can be presented cleanly using the pie chart. Click on “New View” and navigate to “Graph” and change the chart type to pie chart to get a simplified view of data.

15. This is the final step to customize the pie chart. Click on “Edit graph properties” [xyz] icon and update “Legends” and “Data Markers” from title and Label.

Hence, our customized “Email Open Overview” report is ready with the pie chart representing the best phase to open an email. Going forward the send time can be optimized during the data of this report.


Step by Step explanation:

Send time optimization report from insights.gif



Send Time Optimization allows marketers to send emails at the optimal time for each contact. The optimal time for contact is when they are most likely to open the email based on historical data of their email open times. In this report, we are collecting the open time of the contacts based on the data of previously sent campaign and utilizing that data to find out the best time to send next email. The powerful capability of insights is utilized for this report which will provide additional metrics for new school marketer in optimizing their campaign. In this case, Best phase to send email comes “Late Afternoon” (04PM – 06PM) however this change campaign to campaign and email to email. To get a more precise report, we can add multiple emails in the filter criteria or create a send time optimization report to a specific campaign. Also, analysis can be customized based on which day email has been sent or at what time email has been sent.



  1. We all Experience on a daily basis while shopping online, we go to the website, select a product, check into the cart and get a filled form along with product and your details and simply make payment.
  2. My recent project requires to do the same thing with our promotional emails. As we are in the software business So should do this for better customer experience and My company also introduces an eCommerce website to make the payment method easy.
  3. Information in the Externally hosted form contains Products details and Customer profile information.
  4. Product details are stored in a CDO So, we choose to do this with the help of Field merges of Contact and Custom Object (CDO).




The Promotional email will be having a CTA button with a link which consists of some set of parameters(External Form fields name) of the Externally hosted form to retrieve those value from Eloqua. We needed to get those values for specific customers from Eloqua contact Object and Custom Object and pass it to the variable(External Form fields name) in URL.




I suggested using field merges directly in the URL. Eloqua Values will be stored in a Field Merge and then we can use those field merges in External form field placeholder in the URL.


External Form Field name = Prod (Supposed to contain Product value Like Prod = Product Code from Eloqua)


This field is looking for a product value from Eloqua So, we need to create a field merge. Eloqua CDO/Contact field merge will be having product value and we need to place it in URL.

This provides a quick, easy and simple solution for email deployment. In the example below, you’ll find a way to do this.


Field Merges


For each data point about the event necessary in the URL, a field merge was created from CDO/Contact(Product name, Product description, date, contact address, etc.). This field merge used the last created information, so the contact will receive their registration confirmation email with the most up to date information from their latest form submission.



The Email  CTA LINK


It is important to know the Field Merge syntax and code used to achieve personalization of URL.

Eg. Below span tag is the field merge code for Product. (The same is obtained by dragging and dropping a field merge field on the email)

<span class="eloquaemail" >Product12</span>.     Here Product12 is the Eloqua Internal field Name.


Create the span tag of all field merged which you want to use in URL and place in place holders of link. So, the CTA link finally will be:

Link:<span class="eloquaemail" >Product12</span>&ctry=<span class="eloquaemail" >CountryCode1</span>&email=<span class="eloquaemail" >EmailAddress</span>

Here, Prod,ctry and email are the fields name of form where this URL will be redirected.


Note: The External form field variable in the URL query string must be exact same as what is in External form if the wrong variable placed in URL then it will not populate data in Non-Eloqua Form.


Non-Eloqua Form

A script to read the values from URL Query string is implemented on Non-Eloqua form

After the above configuration, URL consists of the field merge value in the URL query string as below.

Converted URL:

Below form fields will read data from the above URL query string and populate in the form and Customer can review and go ahead.



Note: For this project, the most helpful Eloqua courses for understanding the related functionalities to implement this solution were Creating field Merge with contact and CDO, Email fundamentals and Field merge with Query String helped me a lot in order to implement this.It was also important to have Eloqua Help Center to research Creating custom objects and Creating field merges with custom objects.




With Field merge feature of Eloqua, Customers who are redirecting to Non-Eloqua form start getting a pre-filled form to purchase the product. That reduced a couple of steps for a customer to fill the form and we could keep using Non-Eloqua forms with no changes applied in any of the interfaces, all leads running in the new infrastructure. This was required by the stakeholder.

First of all, congratulations on passing your B2B Master exam and achieving the B2B Master accreditation from Oracle University! It's an accomplishment that takes time, focus, and dedication. But you might be thinking: Now what? Great question. The answer truly depends on what role you've taken on at your organization. So, we've compiled four simple questions that will help you determine the next steps in your Oracle Eloqua journey.


Ask Yourself The Following 4 Questions:


1. Do I want to learn more about how Eloqua can support my specific job role? If the answer is yes, consider diving into one of the role-based learning paths:




2. Have I explored all the features within the Eloqua platform? If the answer is no, consider attending or viewing the following courses:


3. Do I run reports and analyze the data within the reports? If the answer is yes, consider attending or viewing the following courses:


4. Is my team ready for a new or updated marketing strategy? If the answer is yes, consider attending or viewing the following courses:



If you're feeling really ambitious and want to take your marketing skills to the next level, pursue the Eloqua Luminary Accreditation. And don't forget -- you can always reach out to an education expert with more specific questions. Happy learning!

Marketing Challenge


Traditionally, B2B marketing teams struggle with being able to automate customer communications and at the same time offer the relevant content and personalisation that is so important in relationship-driven marketing.

This becomes even harder in the financial industry where you have highly complex regulations and silo data sources on top of long sales cycles with multiple decision-makers and influencers, just within one customer or prospect organisation.

Mapping these and getting the right message to the right decision maker, at the right time, is hard.


Project Overview


The objective was to automate digital marketing campaign design and implement Eloqua in highly regulated global financial company to initiate Marketing transformation. We were
up for the challenge and wanted to make a real difference to how we communicate to our customers. We also wanted to make a change in how we manage campaigns in much more efficient, data-driven and effective ways for our Marketers across the globe.


It is a multi-phased, multi-country implementation of Eloqua programme, covering:

  • Evaluating countries’ readiness for marketing automation from regulations and resources point of view
  • Onboarding countries to Eloqua (from marketing and business requirements to setting up preference center, defining contact strategy, reporting, providing templates, best practices, etc.)
  • Core committee of people (internal & external) dedicated to deliver the result
  • Transitioning and transforming the current digital marketing campaign design processes by enabling Eloqua functions and up skilling people.


Today, we’ve completed all these steps for 14 markets and we see this achievement as the first milestone of our digital transformation journey.




Behind this success was a small global team who:

  • Conducted Eloqua onboarding globally and in the countries
  • Trained users and new joiners
  • Onboarded partners for day-to-day support
  • Created digital assets and templates
  • And defined the role that Marketing Automation would play in the future of our B2B contact strategy.


This was the first agile project in our B2B Marketing done in technology area, and in the months that followed, the programme transformed from a simple marketing automation tool to a robust programme with multiple channels and a strategy that forms the global Marketing Transformation Programme.




The journey has started with 3 countries, the early adopters of Eloqua, quickly followed by other countries in the different regions. As of now 14 countries are able to create multi – step campaigns, get valuable insights using Eloqua BI and improve marketing outcome. But the most important change is to enhance customer experience. And this whole roll out has been completed in 18 months.

One of the most acknowledged benefits of the technology rollout is consistent brand communication. The availability of approved branded templates offers our customers a more consistent brand
experience across multiple channels.


The success of Marketing Automation is recognized globally:

  • 14 countries are live on Eloqua
  • With over 60 trained users
  • Who have designed +150 campaigns in H1 2019, 60 of which are currently live and active
  • With a global CTR over the industry benchmark
  • And a month-on-month increase in customer engagement




We’ve designed and rolled out multi-step & multi-channel campaigns; events, webinars, acquisition, awareness, conversational or informative ones. And this is just the start. We’re personalising those campaigns and continually learning more about our customers and building this insight into the future campaigns.


Helpful Eloqua University Resources during our journey:


User Management

Database Security

Custom Subscription Management

Insight - Advanced Dashboard Functions

App Cloud/

MM: IP Warming Basics

Lead Scoring/

Insight - Advanced Dashboard Functions


Build a Campaign Association Custom Data Object (CDO) to capture all form submissions for all contacts. This operates as a filing system, eliminating campaign engagement data loss.


Setting the Stage – Multi Product Buyers Journeys:

Over the last half decade, our company has seen growth in the form of acquisitions. Very quickly we shifted from a single to multi-product company through acquisition.


Non-linear buyers journeys are common today, and this means you will experience an increased frequency and velocity of parallel activity consumption. Your MAP and CRM need to be prepared to capture and report on each touch point across multiple journeys in a multi-product demand funnel.


Marketing Challenge:

Our existing technical setup with beginning to show wear and it was time we addressed some of the most important challenges, one of which is accurate campaign tracking.

The single biggest challenge was our 2-hour sync which would mean only the last activity on the Contact record was written to SFDC. This results in a loss of critical data affecting engagement metrics and ultimately negatively impacting our Campaign ROI.


Strategy Includes:

  • Custom Data Object
  • Buyers journey
  • Multi-product demand funnel
  • Campaign Association
  • Campaign ROI



  • Capture and memorialize 100% of form submissions
  • Ability to perform advanced segmentation on Form Submission data
  • Eliminate campaign status overwrite issue
  • Improve sync speed



  • Centralized database and processing for all form submits
  • CDO triggers unique sync for each new record!
  • Replaces the unreliable failsafe (briefcase step)
  • Enables Multi-product Form Submission tracking
  • Enables us to build complex campaigns leveraging past form submission data




Custom Data Object Record & Fields



Processing Step: Update Custom Data Object – With Form Data



Form Submission CDO Work Flow:




  1. Sync Speed
    1. Down from 2 hours to 7 minutes!
    2. Improved contact engagement visibility to field sales
  2. Accuracy
    1. Reduced error incidents reported by 90%
    2. New campaign response audit
    3. Program safety timer and feedback loop
  3. Reliably
    1. Solved campaign member status overwrite issue
    2. Improved operation efficiency
  4. Scalability
    1. Supported on all forms
    2. Future proof
  5. Advanced Segmentation
    1. 141,479 new records created
    2. We can now do advanced segmentation based on Form field data



With the launch of the campaign association CDO we have greatly improved our operational efficiency enabling us to better track our Campaign ROI. Every form submission is now memorialized with a new CDO record being created for each form submission. Another important milestone is we now have the ability to build custom segmentation based on field values from the actual form submission itself. Incredibly powerful! This has been instrumental as we create increasingly complex campaigns that require us to rely on form submission data.


Helpful Eloqua University Resources:



As part of the 2019 update, Oracle University is pleased to offer new and enhanced offerings, all of which are aligned with the most current release, 19B. Below is a summary of what we have done. Make sure to bookmark this page or come back as it will continue to be updated!


New Release Content Learning Paths

We know you need to keep your finger on the pulse of updates to the Eloqua application, so we are now creating release-specific learning paths for every quarterly release. We are also working closely with the Product Development Team and including their content in those learning paths. Take a peak at the latest for 19A and 19B in the direct links below!




New Content Format for Live Virtual Courses (LVCs)

We value your time, so we are re-formatting our courses from full day offerings to 3-hour classes. We have also updated every single class per the latest Eloqua release - 19B. Below is the new catalog of what's available. To view upcoming class sessions for all Eloqua courses, click here.


What Was a Full Day (or More) Offering....Is Now Broken into Distinct 3hr Courses
Engage & Enrich
Profile & Target
Relevance & Retention
Prioritize & Process
Develop & Design
Eloqua Fundamentals


Impact of this Update on the Eloqua Master 2019 Learning Path

There will be no change to the duration of the Eloqua Master 2019 Learning Path (8 hours and 50 minutes of content). The only changes will be that the four distinct fundamentals courses will be listed separately.  To help with the transition, we will keep the Eloqua Master - 2019 learning path as it is until users have had time to continue their training in the new version of the Master path Eloqua - Master UPDATED 19B. Any course you have already completed will maintain the consumption associated with it.


Eloqua Master.pngNew Master.png


Impact of this Update on the Eloqua Master 2019 Learning Path

The Luminary learning path will change in duration from  29+ hours of training to 22+ hours. This update is reflective of updates to the Eloqua application. To help with the transition, we will keep the Eloqua Luminary - 2019 learning path as it is until users have had time to continue their training in the new version of the Luminary path Eloqua - Luminary UPDATED 19B. Any course you have already completed will maintain the consumption associated with it.



The below screenshot represents the Engage & Enrich and Profile & Target courses within the Luminary Learning Path.



Luminary Oldest.png

The below screenshot represents the the distinct courses that made up the Engage & Enrich and Profile & Target courses within the Luminary Learning Path.



Luminary Update.png


Are you looking for a former class you don't see in the list above? There's a good chance we are modernizing it and you'll see a fresher version soon! In fact, you can already sign up for these BRAND NEW COURSES!


New Courses Now Live!
Modern Marketing: Best Practices
Nurturing with Custom Objects


Revamped Structure to the Oracle Eloqua Cloud Learning Subscription

We want you to be able to find the right course at the right time, so we have streamlined the Filter options within the subscription and added new job role based learning paths. Now, whether you're preparing to roll out Lead Scoring, kicking off a new nurture campaign, or looking to pull more advanced reports, you'll find the perfect course to ensure your success! We have also updated the Eloqua Course List to reflect these new training paths.


New Filters

We have reduced the number of filters, updated the filter types, and created a new, more meaningful one. Now you can search based on the same Eloqua feature categorization that exists in the Eloqua application!




New Learning Paths

Our new job role based learning paths contain the perfect courses tied to your actual job role, whether you're in Marketing Operations, Marketing Creative or Campaign Execution or need content tied to Sales (either Operations or Representative) the content will be easy to find and consume.





OnDemand Lab Access for all Recorded Versions of Live Virtual Classes

We know that hands-on practice is one of the best ways to learn, so we are expanding our OnDemand Lab access to all 15 of our live virtual courses. You can now request access to a lab environment to follow along with the exercises presented in the recorded version of the class in the following courses:



Thought Leadership Content from Experts in the Field **COMING SOON**

We are working with experts in the field to record content that offers tips, tricks, and guidelines for strategic use of the Eloqua application. Stay tuned!

In this article, I will demonstrate how we automated a global newsletter using Eloqua.



Sage Advice is our award-winning global blog. It provides business advice from leading experts and caters for all business sizes from start-up, right up to enterprise businesses. Sage Advice is our lead acquisition engine with the goal to attract, engage and convert a new audience to Sage. Subscribers of Sage Advice receive the Sage Advice Newsletter which is a monthly email newsletter promoting the most relevant and timely content across Sage Advice.


Existing Challenges

Although, we had success with the Sage Advice newsletter in terms of engagement and A/B testing, we knew there was more we could do Eloqua technology. To begin with, we started by identifying some of the challenges we faced with the current newsletter. These included growth, engagement and efficiency.


In terms of growth, we wanted to continue to grow our subscriber numbers and internally evolve our newsletter so that the marketing team were working more efficiently.


Efficiency was crucial as it was taking up a lot of time in resources to build a newsletter campaign each month. For example, a content writer, a reviewer and a campaign builder were all involved in getting the newsletter past first draft which often impacted on deadlines.


In terms of engagement, we knew we had great content to share but struggled with getting the right content to the right audience. Instead of being a generic monthly newsletter, we wanted to deliver tailored content to specific audience groups depending on their business size and need. For example, delivering small business content to contacts who managed a small business. If we were able to achieve this, we knew we’d be able to improve our engagement rates.


Campaign Goal

Build a highly targeted and automated version of the newsletter that would address our challenges allowing for greater efficiency across the team and better engagement with our audience.


The Technology

Using Oracle Eloqua, we incorporated different elements including a campaign canvas, shared content modules, emails, landing pages, custom segments and filters.


To automate the building process of the Sage Advice monthly newsletter, we built four email assets - one for each segment. We did this by using a series of 'Shared Content' components that are automatically updated with the latest content from the Sage Advice blog which means we don't need to manually build or update the content of the newsletter each month.


To achieve full automation, we created an online spreadsheet containing a function which read the RSS feed and XML from the blog capturing every new post published via Wordpress. This same spreadsheet is monitored by Zapier which captures and updates the latest blog content to the different 'Shared Content' objects in Eloqua via a POST Webhook to Eloqua's REST API. With that, the newsletter email doesn't require any manual build and will always be up to date with the latest content from the blog.



To segment the audience, we used Shared filters, Segments and Form technology and Salesforce. From this, we were able to segment the audience based off employee size and product, giving us our 4 key segments; small, medium, large and accountants.



Campaign Overview

It took nearly ten months to implement the Sage Advice blog and newsletter across our five key markets; the US, the UK, France, Spain and Germany before automating. It took us just four weeks to implement our new segmentation strategy and build the automated version of the newsletter.


As the newsletter is now completely automated, there is little build requirement or time spent creating newsletter content. This has greatly improved the efficiency of all the teams involved. The logic built for this campaign is now being applied to other newsletter campaigns at Sage leading to further efficiencies. We now have a better understanding of our audience. We can serve that audience tailored and unique content to help them grow their business, showcasing us as a thought leader in our industry.

The Results

  • Global page views increased by 95% 2.15m
  • Sage Advice attracting over 61% more organic page views compared to its legacy blogs from 2017
  • Generated 29k worth of inquiries, nearly 20% of these becoming MQLs
  • Organically grew our subscriber audience from 0 to over 16,023
  • 45% improvement on average unique email click-through rate (from 2.3% to 3.5%)
  • 30% improvement on average unique open rate (from 22.13% to 28.67%)
  • Efficiency gain of 700% with the reduction in hours taken to build the newsletter (down from 8 hours to 1 hour).

Oracle University courses which influenced this campaign

  • Profile & Target for Data Cleansing
  • Prioritize & Process for Form Processing and Segmentation
  • Convert with Custom Objects for building the Campaign Canvas
  • Insight for Reporters for Reporting
  • Topliners community


Oracle University suggested that I write this blog post on a campaign that I helped implement in an effort to complete the final step in obtaining the Luminary Title.


As a Marketing Automation Strategist, my job is to know the basic ins and outs of Eloqua so that I can help my company run successful marketing campaigns that adhere to the privacy and policy standards of the industry. The company I work for uses a third-party vendor to build all of our campaigns and programs. Although I do not currently have access to build anything in Eloqua, I am managing most of the campaigns and programs we run using the automation tool while working closely with the vendor that builds the campaigns.


The Challenge: A rogue sales newsletter

Thanks to the help of a field marketing manager, it was brought to our attention that some sales staff went rouge and started creating their own newsletters that didn’t adhere to company privacy and policy standards. This is a huge issue in the automation world.


Not following privacy and policy standards can result in some major problems. Realizing how important this issue was, we established a team to help solve the challenge of sales wanting to control their own newsletter without bypassing important privacy and policy standards. When addressing this challenge, some things that had to be taken into consideration included:

  • Following privacy and policy standards
  • Establishing important must-haves for the newsletter
  • Including enough details for customers and prospects without going overboard
  • Making the newsletter customizable for sales and marketers to gear toward their regions and respective sales plays
  • Consolidating the multiple newsletters that were going out to create a better customer experience


The Solution: A single source of truth

We assembled a team and got to work, holding numerous meetings with sales and other marketing leads to discuss the best way to address the challenge we were facing. We established a newsletter email template that allowed us to include all of the important must-haves in one simple email, a single source of truth, was the answer.


We were able to build this template in Eloqua which enabled us to adhere to the policy and privacy policies that were established for the rest of our emails and implement them into the new newsletter. We determined that while we wanted to provide as much information as possible to the customers subscribing to the newsletter, having an email as long as the typical CVS receipt wasn’t going to cut it. Instead we decided to build tiles for each topic of interest (webinars, conferences, new content, etc.) where each tile has a short description and a hyperlink that sends subscribers to a designated page on the company website with more information.


An additional challenge that revealed itself when implementing this newsletter was that sales and marketing wanted the ability to gear the newsletter to their respective regions or sales plays. This is where Eloqua Engage came in to play as part of our solution. Using Eloqua Engage we were able to build out the segmented newsletters sales and marketing were asking for and allow a nice clean canvas for anyone to come in and tweak to their liking.


Finally, we took the less is more approach when determining the cadence for this newsletter. Since we decided it was in the best interest of our audience to have only one newsletter for everything, instead of sending multiple newsletters throughout the month, we combined all of the segments allowing for us to establish a twice per month newsletter send cadence. Now we’re sending fewer emails less often but with more value.



As I stated in the beginning of this post, we have a third-party vendor that builds out all of our campaigns. We brought our list of challenges and solutions to that team and they were able to help us build exactly what we were looking for. Thanks to the “Eloqua Fundamentals” courses I am better able to understand the complete building process as we talk through these challenges with our third-party team.


Using Eloqua Engage, allowed us to have the newsletter we wanted built in Eloqua and have it sync with our CRM tool Salesforce. After a walk through on how easy the Engage process is the sales and marketing folks fell in love with the ability to take this newsletter and make it their own. They were also excited about the time this newsletter would save them because they are working on something that’s already established instead of starting from scratch. Eloqua Engage was something that continued to pop in my mind ever since I saw it in the “Sales Tools” course for the Luminary Training, it was the perfect solution for what we were trying to do.


One of the best parts of the Engage tool is that the newsletter was built in Eloqua, so it already followed the policy standards that needed to be met. At the same time, when you are sending the email out of Engage, it blocks anyone who has marked themselves as unsubscribed or do not contact and keeps sales from violating any privacy policies, which is concern we faced from the very beginning but were able to solve with Eloqua.


Combining multiple newsletters into one wasn’t easy. However, with a little teamwork and the capabilities of Eloqua we were able to face this challenge head-on and create something everyone was happy with in the end.



Obviously, this newsletter will never be “complete.” It will always be a work in progress but having gone through the process of building something the team loves, and we can use effectively and properly, is something that our team is really proud of. This newsletter has been running for three months now and while the numbers are something, we are working on, we couldn’t be happier with the way things are going. The best way to show that all of our hard work was worth it is through the metrics we can provide, which is where the course “Insights for Reporters” was a major help with understanding how we can track the results effectively and show the team this is the right direction to go.


Current NewsletterRogues Newsletter

Screen Shot 2019-06-27 at 11.43.08 AM.png

Marketing Challenge:


We started using Eloqua for simple email campaigns. We then had questions from the internal marketing communication teams/segment and country owners about how they can handle their event communications and manage/nurture the contact database in a better way to create new business opportunities and reduce the manual work that the team puts in. This also flagged the question of the database available in the company Eloqua instance and the current state of contact data.


Project Overview:


The objective was to improve the contact data quality so that target audience is identifiable in Eloqua to enable automation of event communication as well as nurture campaigns. As a company initiative data audit was taken up to identify the current state and decide on the preferred state. New initiatives were introduced for improving the database quality:


  • Progressive Profiling
  • Preference Center
  • Double Opt-In
  • 3rd Party Quality Minima


Other Initiatives introduced:

  • Standardization of folder structures – naming convention for appropriate scoring
  • Capturing the contact source for reporting and automation purposes
  • Form tagging using hidden form fields




Now with some good contact database, advanced segmentation was possible for event and nurture campaigns based on the following criteria:

  • Industries to be targeted  
  • Geographic regions to be targeted
  • Countries? States?
  • Specific job functions or titles to be targeted


We started nurturing the existing leads as well as the new contacts entering in the system.


Structure of simple nurture campaigns:

Emails and landing pages were built with thought leadership content and progressive profiling forms with the purpose of building the contact profiles and two versions of campaigns. The lead scoring models considers the completeness of profile and engagement

  • One with Static segments for the contacts already in the database
  • ‘Always on’ for the new contacts entering the system to trigger the welcome email first and allowing the contacts to set their preferences
  • Sends Season emails to contacts in predefined order and frequency
  • Emails sent at 3 weekly intervals and reminders sent to contacts who do not open 1 week after original email.
  • All contacts pass through the full campaign


Lead scoring:

In our case, lead scoring model is based on the profile of the contact and engagement with activities within and outside of Eloqua which is uploaded to a campaign as external activities like attending a event or downloading material on a third party website and in the scoring model it is included as responded to campaign.



The segment reports were automated so that segment owners or country organizations gets a weekly report for their qualified leads. This is done from Contact Tools >> Data export and import and then setting up the export schedule and format.





With all the initiatives undertaken – we were able to automate our event communication processes and personalize content based on the contact profile and activity/inactivity. The lead nurture campaigns helped achieving the objective of improving contact engagement, profile and score them as qualified leads to be passed to sales. Since the process is automated – there is very minimal intervention. The new contacts entering the system get a welcome email within a few hours as part of the Always On campaigns and can get into the preference centre and set their preferences. They are then automatically added to the relevant nurture campaigns which suits their preference. The leads are assigned to CRM contact directly from Eloqua to avoid any delays in lead follow-ups. The sales teams have the history of contact activity to give them the discussion points.


Helpful Eloqua University Resources:

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